Planning a Memorable Experience: an introductory handbook to the multisensory experience

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Planning a Memorable Experience — An Introductory Handbook of Multi-sensory Experience

Yenling, Ho (Myling)

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As “ex-children�, we can all remember acting like wild animals. We would play, learn, and explore our newfound world through exciting senses such as touch and taste. However, as we have grown up and started acting like 'adults', we've gradually lost this consciousness and willingness to sense the world around us. This loss is becoming even more evident in our modern society with the advance of high technology and the creation of virtual spaces.

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WHAT IS THE PURPOSE OF THIS INTRODUCTORY HANDBOOK? In this handbook we aim to provide organisers with a brief introduction to multi-sensory experiences. Combining principles of sensory theory with commercial thinking, our hope is to create effective connections between organisers and their audiences. Through various tools and case studies, we are confident of offering new thinking and inspiration to event organisers.

Let’s Talk About Multisensory experience?

Let’s Know About The Five Senses

What is it and how can it benefit us?

How do the five senses function and affect us? What are their applications in the commercial arena?

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Let’s Think About Graphic Tools

Let’s Test Through Examples

Utilizing tools to stimulate divergent thinking and convergent opinions

Carrying out brainstorming at various events.

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S Five

iag ram

Ra da r Chart

58-67 Fiv ) e Senses (5S

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en t ses (5S) Robo

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(*using two examples as a prototype)

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WHAT IS A MULTISENSORY EXPERIENCE? Our experience of the world relates to several physiological senses, notably sight, hearing, smell, touch, and taste. Individually, each has its own utility, yet can also generate cross-functional influences on other senses, allowing us to construct a coherent awareness of our surroundings. Experiences which involve or utilise multiple senses to effectively engage with its participants, are known as Multisensory Experiences.

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<The Handbook of Multisensory Processes>

WHAT ARE ITS BENEFITS?

Help distinguish themselves from competitors by creating emotionally sympathetic reactions

Improve physical well-being through the stimulation of these senses

Allow them to achieve their goals through the transformation of people’s perceptions, preferences and even behaviours

Improving mental state through the creation of feelings of pleasure, positivity, and authenticity

FOR PLANNERS

FOR PARTICIPANTS

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TO EVENTS : WRITING YOUR NARRATIVE IN A VENUE The concept of multi-sensory integration has become more highly valued; it is now commonly applied to different areas such as industrial design, commercial operations as well as various cultural activities. In terms of cultural activities such as exhibitions, theatre performances, concerts or even film screenings, there are many ways in which to adapt the multi-sensory

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experience. For example, such activities are often hosted in specific venues, allowing an organiser to carefully design an entire experience. Moreover, the essence of cultural content is itself sentimental, creating the potential to arouse appealing emotions among the audience through the use of multi-sensory operations.

TED: Design For All 5 Senses

TED: I listen to color

WHAT ARE ITS BENEFITS FOR SUCH CULTURAL EVENTS?

For organisers

(directors, curators, event planners etc.)

Construct the specific image and identity to communicate Wildly promote the awareness and deeply enhance the preference

For performers (singers, dancers, artists, lecturers etc.)

For participants

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SIGHT

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Information’s Gatekeeper People initially notice their surroundings through their eyes. This beautiful organ plays an integral role our receiving and processing of information. Sight is the most tempting sense of all and it often overrules other senses due to its high usability. When people are in the process of learning, over 80% of all information is received and comprehended via their visual systems.

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Lens

Retina

Zonule Fibers

Cornea

Fovea

Iris

Light

Aqueous Humor

Optical Nerve Ciliary Muscle Vitreous Humor

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Sclera

The Window to The Soul The function of vision revolves completely around “light�. Light refracts from objects and passes through the pupils. Parts of our eyes, the lens and vitreous humour, will then refract and focus the images in our retinas, at the back of the eyeball. Our brains analyses and categorises the object data into different perceptions: spaces, forms, colours and movements. There are three types of cone cells that sense wavelengths: red, green and blue. Normally, people can distinguish up to seven million different colours. People all "see" differently and, therefore, the descriptions of sights and colours are objective. This means that sights can generate different effects on different individuals.

SIGHT

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Seeing is Believing? our perceptions and emotions. From forms, spaces, dynamics to colours, the misperceptions caused by sight can turn us away from rational logic. It is acknowledged that the application of colours can effectively change a venue's atmosphere, as well as people’s feelings and behaviours.

SIGHT

<Seeing and Visualizing: It's Not What You Think>

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RED

TURQUOISE

GRAY

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live, energy, power, strength, passion, heat anger, danger, warning

PINK

healthy, happy, feminine, compassion, sweet, playful weak, femininity, immaturity

ORANGE

spiritual, healing, protection, sophisticated envy, femininity

BLUE

tranquility, loyalty, security, trust, intelligence coldness, fear, masculinity

PURPLE

royalty, nobility, spirituality, luxury, ambition mystery, moodiness

security, reliability, intelligence, solid gloomy, sad, conservative

BLACK

protection, dramatic, classy, formality death, evil, mystery

WHITE

goodness, innocence, purity, fresh, easy, clean winter, cold, distant

courage, friendliness, uccss ignorance, sluggishness

YELLOW

TAN/ BEIGE

bright, energy, sun, creativity, intellect, happy irresponsible, unstable

GREEN

money, growth, fertility, freshness, healing envy, jealousy, guilt

dependable,

BROWN

friendly, earth, outdoors, longevity, conservative dogmatic, conservative

crisp, conservative dull, boring, conservative

SILVER

glamorous, high tech, graceful, sleek dreamer, insincere

GOLD

COLOUR PSYCHOLOGY

wealth, prosperity, valuable, traditional greed, dreamer

<Color Design Workbook: A Real World Guide to Using Color in Graphic Design>

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As sight is the most effective sense to us human beings, it has been commonly used in mass communication. The latest visualoperations focus on technologies that combine virtual images with the authentic world and, as a result, delivering incredible experiences to audiences.

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Draw The Fantasy: H&M 3D Projection Mapping

/ Case Study

3D projection mapping is the art of creating and positioning three-dimensional projections on physical objects, based on their geometry and location in space. Using specialised software, a 3D object is spatially mapped out in a virtual environment and then dynamically changed. This creates an optical illusion, making it appear as if the object itself is changing. Recently, this approach has been widely used in presentations, public events, city festivals, and advertising campaigns. For example, when H&M launched its

lit up the opening ceremony with a 3D projection mapping on to the historic store building which lasted for up to 3 minutes. around the whole building. This surreal scene was composed of colourful visions and captivated the gathering audience.

YouTube: H&M Projection Mapping Store Launch

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/ Case Study

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Mirage of Augmented Reality digital information with live video or even the user's authentic real time environment. blends new information into it through the use of 3D augmented reality programs, tying the animation or contextual digital information to a “marker� (e.g. a barcode or simple series of geometric shapes) in the space. Due to the development extend to various different activities such as retailer brochures, game experiences and even museum or amusement park visits. incorporated augmented reality Customers who download the app could receive unique assistance through their smartphones or tablets. Upon selection of a catalogue product, users could see the approximate dimensions of the virtual real life environment such as their living room. This visual technology allowed users access to embrace their imagination through practical interactions. YouTube: Place IKEA furniture in your home

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HEARING

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Emotion’s Adjuster Sound, as Helen Keller noted, is so important because it “brings language, sets thoughts astir and keeps us in the intellectual company of man�. The many sounds of this world, from the sounds of natural scenery, urban noise, human chattering to musical instruments, all have a person's feelings and emotions.

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Eardrum

Outer Ear

Ear Canal

Eustachian Tube

Middle Ear

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Inner Ear

A Wave Dancing through the Air The principle of sound begins with the motion or vibration of an object. Hearing commences when sound waves enter the eardrum, located in the middle of the ear. Special receptor cells in the inner ear then convert the sound vibrations into electrical signals. The ear is a vital organ, functioning not only allow us to hear sounds but to maintain our sense of balance.

HEARING

acute hearing than adults and are therefore better at recognising noises and memorising them. While people lose this sensitivity as they grow older, they can halt this degeneration through the regular exercising of their listening faculties.

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Scherer and Oshinsky (1977) Sounds-Testing on Subjects With Connotations

TEMPO

Slow // Sadness Boredom Disgust Fast // Activity Surprise Happiness Pleasantness Potency Fear Anger

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PITCH LEVEL

Low // Boredom Pleasantness Sadness High // Surprise Potency, Anger, Fear, Activity

AMPLITUDE MODULATION

Small // Disgust Anger Fear Boredom Large // Surprise Potency Anger Fear Activity

Why We Buy More, More And More Studies reveal that when people listen to music it encourages the release of endorphins which then activates a powerful sense of pleasure. Several brands have noted that, through a well-planned application, sound can be used for much more than simply a means of occupying consumers and can even engage their emotions. Noisy, disruptive sounds can also clearly have negative effects in this context.

HEARING

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In the commercial field, many experiments have proved that background music does affect customers' awareness, preference and behaviour towards consumption. The “Resonance Model� claims that a successful brand should be able to arouse resonance with its audiences. Hence, the use of sound elements to create various emotional bonds with consumers is an increasingly important approach. Many companies now use sounds as an assistant tool to build up their brand identities and to form emotional attachments with their customers.

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/ Case Study

Coca-Cola Happy Beep! Coca-Cola, which promotes its "open happiness" tagline, regularly runs creative initiatives and promotions around the world. In Brazil, for example, it extended this creativity to the supermarket checkout. Every time a coke's barcode was scanned, instead of the standard supermarket checkout beep, the brand's distinctive The surprised smiles on customers' faces showcased how the "happy beeps" could create a unique emotion experience in an

otherwise routine situation. This promotion helped grow the brand's already huge image and allowed it to engage more deeply with its customers.

YouTube: Coca-Cola Happy Beeps 27

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/ Case Study

Climbing up Piano Keys in Sweden In order to change people’s daily behaviour by encouraging to them to use the stairs instead of escalators, Volkswagen in Sweden came up with an intriguing approach. During the night, a team transformed some stairs in a subway station into a giant piano keyboard which produced an unexpected touchsensitive melody. Commuters were thus encouraged to opt for the stairs and create their own musical composition. This interactive approach combined three senses, sight, hearing and touch and was a great demonstration of how sound can potentially transform not only personal behaviour but also an entire venue's atmosphere.

YouTube: Piano Stairs

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SMELL

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The Key to Our Memories

Smell is the most immediate sense humans have. Yet scent is an often-neglected tool that hasn’t yet been profoundly explored. Smell is also the only sense that we cannot voluntarily turn on or off. Human’s olfaction is instinctive and involuntary, hence the reaction to scent is unconscious and honest. Through direct stimuli, scent can easily help us connect with our memories and allow us engage with individual experiences.

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Thalamus

Hypothalamus

Frontal Lobe

Amygdala

Olfactory Bulb 32

Hippocampus

The Emotional Brain Scent appears when odour molecules bind the brain’s limbic system, also known as the "emotional brain", the olfactory system is intimately associated with both the amygdala, which is in charge of emotion, and the hippocampus, which processes spatial navigation and consolidates the information that eventually becomes our memories.

SMELL

Smell and taste have a profound crosscorrelation. Experiments have demonstrated that the human olfactory is more subtle than taste and similar to sight and hearing. However, people’s memories of smell are has clearly been underestimated for a long time. Nowadays, scientists claim that the human nose can detect a trillion odours, but not long ago it was thought that this number was somewhere around the ten thousand mark.

TED: The smelly mystery of the human pheromone

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Taking a Deep Breath, Knowing Where You Are tripwire of smell, and memories explode the undergrowth.� Smell is astonishing in that it not only evokes individuals’ emotions and memories, but also constructs the basic cognitions through the process of Odours are also frequently incapable of being described using our limited vocabularies.

SMELL

due to various factors such as, for instance, personal preferences, age, gender, and geographic or cultural differences. What is certain is that a pleasing scent can generate unconscious absorption of information.

<Fragrance Perception: Is Everything Relative?> TED: Julian Treasure: Shh! Sound health in 8 steps

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ODOUR PRISM & FRAGRANCE WHEEL of odours. Here is a brief introductions to the “Odour Prism” and “Fragrance Wheel”.

Odour Prism

related and depicted as the vertices of one face of a prism.

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Fragrance Wheel

Edwards. He divides perfumes’ scents into has been widely adopted by the retail and perfume industry. <Fragrances of the world 2013>

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Scent is increasingly being applied in the commercial arena and is quickly becoming a very lucrative tool. Many companies have hired scent consultants to design special fragrances for their stores. Moreover, sales of aromatherapy products have also increased markedly. We are thus seeing the emergence of “Scent Marketing�. With greater emphasis being put on multi-sensory operations, companies are focusing on scents that can be used to merge emotional elements into their products and services.

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<What the Nose Knows: The Science of Scent in Everyday Life>

/ Case Study Product Design — Barisieur 2-in-1 Alarm Designed by Joshua Renouf, the Barisieur alarm wakes people up in a gentle, pleasing way by combining the functions of an alarm clock with those of a coffee brewer. Consumers simply need to prepare the water and ground coffee the night before and the alarm clock will automatically start brewing the coffee designed so that the aroma of freshly brewed coffee will arouse the owner's awareness before his or her eyes are even open. This sensation will be followed by the gentle rumbling the stainless steel ball bearings functioning as an alarm bell. What this product offers is a fresh start to every morning with a delightful scent combined with a gentle sound and mellow taste.

YouTube: The Alarm Clock that Could Make a Cup of Coffee

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/ Case Study Public Event — London Multisensory Fireworks Firework displays have become a New Year's Eve tradition around the world. However, last year London decided to up the ante with an the astonishing multiWith peach snow, edible banana confetti and orange-scented bubbles, this event was not only a feast of sight and sound but also one of taste and smell. This interactive celebrating the new year who enjoyed not only dazzling visuals but an unexpectedly fragrant and tasty experience. London's image as an innovate hub was well and truly enhanced.

YouTube: London 2014 Multi Sensory Fireworks 41

TOUCH

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Symbol of Affection The skin is our body's largest organ. It was the original and intuitive language when of civilisation. Many forms of touch are seen as symbols of affection. However, in comparison with other senses such as vision or hearing, there has been a remarkable lack of investigation into the tactile senses of customers. This neglects the huge potential that touch can have in the application of marketing principles.

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Cold Receptor

Hair

Heat Receptor

Pore

Dermis

Epidermis

Dermal Papillae

Blood Vessel Connective Tissue Fat Lobules 44

Nerve

Sweat Gland Sebaceous Gland

Arrector Pili Muscle Subcutaneous Layer

Tactility — A Sense for Everything, Everywhere, Everytime. micro receptors dedicated to sense. The feeling of touch is vital for human beings in two keys ways: alerting our bodies to dangers and helping us heal.

TOUCH

Instead of simply referring to a sense that occurs when a person comes into contract with an object, an understanding of touch should be extended to cover a person's perception of their surroundings. These elements such as shape, texture, weight, temperature and malleability.

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Building a Connection from the Outside in Touch, as a psychological symbol, represents everything from authenticity to intimacy and exploration. It has even been proved that petting has a positive learning and growth trait used in verbal and body language and some physical examples of tactility are even considered to be part of a worldwide silent communal language.

TOUCH

Touching is closely linked to vivid, dynamic images and this means that it is particularly good at helping the brain create lastingmemory responses. Touch can generate feelings of pleasure and involvement and thus create an irreplaceable sense of belonging and feelings of affection for people, objects and events.

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In general, tactile experiences have been largely underutilised, especially since the explosion of the internet and digital devices that deprive people of real tactile sensations. However, research has shown that people make powerful unconscious associations between physical sensations and abstract concepts. Therefore, there is a great opportunity for brands to take advantage of this lack of touch and feeling in the current commercial market. Tactile marketing, namely the concept of focusing on tactile associations, can be applied to product/package designs, the consumption process, service experiences and various displays. Tactile manipulations are usually combined with other senses, providing consumers with a multi-sensory experience. 48

<Please Touch The Merchandise>

/ Case Study Heineken Ignite: Smart Bottle Revolution

different sounds and movements was implanted chip senses different lighting and movements and allows the bottle to respond accordingly: lighting up when it senses people cheering, sparks when someone drinks from it and sleeps when left untouched. It is also synchronised so that it can follow a beat of music.

The highly interactive bottle successfully combined the senses of vision and tactility, incorporating them into situations usually solely dominated by taste. This experiment was not simply about the basic touch sensation when holding one of these bottles but rather was about creating a wider feeling of interaction between people through various social traits when consuming Heineken.

YouTube: Heineken Ignite Story

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TASTE

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Memory On The Tongue Taste and smell are known as the chemical senses and both allow people to sample their environment. Though the sensitivity of still, perhaps most easily, bring the pleasure and satisfaction to humans.

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BITTER

SOUR

SOUR

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SA

LT Y

LT Y

SA SWEET

Main Flavours In Your Mouth People use different taste buds to sense the sweet, salty, sour, bitter and umami buds and different taste areas which detect Females are more sensitive to taste than males owning to them having more taste buds. Like with other senses, the ageing phenomenon decreases the sensitivity of our tongues.

TASTE

Colours and shapes affect the sensation of taste. People even tend to associate also closely related to smell. For example, if the nose is suffering from a severe cold and does not function properly, up to 80% of a person's sense of taste will be simultaneously affected.

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Licking the Happiness Taste has a strong culture symbolism since food is an integral part of our lives. Numerous social interactions happen around the table while eating and talking. The act of tasting, often unlocked through the process of chewing, actually combines the various senses of smell, touch and, of course, taste. It has been proven that taste can decrease peoples' feelings of pressure and anxiety.

TASTE

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Tasting initiatives usually revolve about taste tests and food samples in various locations and situations. Since taste is itself strongly affected by the senses of sight and smell, it is unsurprising that the artificial manipulations or particular individual experiences may impact the results of such initiatives. Marketing specialists in the food industry therefore dedicate a great deal of effort in carefully constructing special surroundings when attempting to run tastebased promotions or campaigns. 56

/ Case Study Tim Hortons — Dark Roast Coffee in Darkness Tim Hortons of Canada launched a new order to introduce its rich new taste to loyal customers, the store decided to create an 'exploration experience', depriving people of their sense of vision and instead emphasising town store was painted and turned into a entered, Tim Hortons staff welcomed them into a pitch black environment and served them the new dark coffee. By removing any visual effects and sensations, consumers' senses of taste, smell and touch were thus surrounding environment and the emphasis of some senses, notably taste, over others was intended to help develop a profound engagement between customers and the dark coffee blend.

YouTube: Tim Hortons Dark Roast Coffee

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regardless of online platforms or practical channels. Communicate your key message coherently and deliver 5 senses with interactive approaches. Through the means, your image which links to 5 senses is accumulated in audience’s mind. In the following section of the handbook, we will introduce the different tools created in the domains of marketing and design. Business Model Canvas Empathy Map Five Senses (5S) Radar Chart The tools all utilise shared language and visual graphs that aim to stimulate thinking. Combining various tools from business, advertising and design, we generate a new thinking model named “Five Senses (5S) Robot Diagram�. It aims to guide organisers, who are planning marketing, by helping them add multi-sensory elements into their planning processes.

<Brand Sense: Sensory Secrets Behind the Stuff We Buy> 58

<Brand esSense: Using Sense, Symbol and Story to Design Brand Identity>

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source: referenced from <Business Model Generation>

Business Model Canvas This is a strategic marketing tool and lean blocks to develop business models. In this handbook, we convert shared language and thinking from the holding-activity aspect and introduce the different elements and concepts. In the handbook we focus on the development and planning process, with the Revenue Streams and Cost Structure processes hidden. For further information, <Business Model Generation> provides the entire tool.

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<Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers>

Appealing Points (Value Propositions) The bundles of experiences that create value for a segmented audience What activity content or values should we (generally start from theme or content.) e.g. experience/ entertainment/ skill/ information/ technology/ interaction…

Audience Segments (Customer Segments) The certain groups of people or organizations with common attributes to reach and serve.

Key Activities The important things an organiser can do for audiences in the venue. What is the process or action carried out by How do these actions connect as a complete

Audience Service Relationship (Customer Relationship) The types of behaviours, services or relationships an organiser engage with the audiences What types of relationship do audiences

(demographic factors: gender/ age/ income/ profession…) (way of living/ interest/ preference…)

How are these services integrated with the

What is the audience’s preference or behaviour 5-senses awareness of the activity Duration of watching/ resting/ chatting/ noting… Practice more from The Empathy Map

Channels to Venue (Channels) The bundle of ways an organiser communicates with and reaches its audiences to deliver appealing points Through which channels can we reach our How to impress and connect with audiences

Key Resources The important assets required in or affect activities to offer appealing points and maintain relationship What resources are needed for our appealing What software or hardware is needed for key

Key Partnerships The network f suppliers, partners or any related parties. Who are our key partners, suppliers and

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source: adapted from <Business Model Generation

The Empathy Map This is a useful tool designed by the visual emphasises and helps us to think from audiences’ point of view, allowing us to understand their environments, behaviours, concerns and aspirations. This brainstorming of design or marketing but can also be used in the event industry to help event planners visualise what their audiences are physically experiencing when immersed in their venues. This tool can help them develop, review and revise their activities for maximum results.

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<Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers>

What does she THINK AND FEEL? What really counts major

What does she HEAR?

What does she SEE? What the market offers

What does she SAY AND DO? behaviour toward others

PAIN

GAIN

obstacles

measures of success

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5-SENSES (5S) Radar Chart Martin Lindstrom, the author of <Brand Sense>, uses this graphic in his book to estimate companies’ performance across the 5 senses. In addition to this original chart created by designer Jinsop Lee. The enhanced 5S Radar Chart scoring system can be used help plan out a successful multi-sensory strategy.

Two Functions of 5S Radar Chart: planning period, an organiser can collect data and opinions from relevant groups of people (e.g. performers, artists, staff, key audiences, or key partners) based on different factors (e.g. environment, content, aims). The chart can be used as a tool to negotiate with the different groups, as well as a valuable reference tool while developing the multi-sensory experience.

workshop of the prototype; utilising the 5S charts' participant feedback to revise the experience. Upon completion of the activity, this tool can be used for research purposes, such as to collect and analyse statistics and data on audiences' feelings. 64

5 Senses Chart (by Jinsop Lee) 10 9 8 7 6 5 4 3 2 1 0 sight touch smell sound taste

sound

smell

taste

touch

source: adapted from <Brand Sense>

sight

For example, the chart displays the different expectations towards the 5 senses among two groups, artists and the audience. Hence, an organiser can know to satisfy any clear gaps between the two groups (in this case, primarily touch) through the revision of the multi-sensory application. 65

Five Senses (5S) Robot Diagram Combining the Business Model Canvas and 5S Radar Chart, we have rebuilt a new thinking tool for organisers to develop their activities through marketing prospective and detective chart.

* theme or content mainly lead the direction

There are 3 phases which include 7 elements. Following this process step by step, we aim to help create memorable experiences.

Appealing Audience Points Segments

Several Categories which may co-exist: Personal Assistance . Dedicated personal assistance . Self-service . Audience Automated services . Service Communities . Relationship Co-creation...

attitudes / behaviours * immerse yourself with Empathy Map

Key Activities Activity Process Spatial Usage

Channels & Venue Awareness

How to deliver the information

Key Resources

Decision

Occurrence

How to arouse and maintain the

How to fully engage audiences’

Different types of resources: Physical/ Human/ Intellectual

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After Activities

What relationship can be extended into the

Key Partnerships

Multi-types of relationships: Strategic Alliances /Cooperation /Promoters / Joint Ventures / Buyer-supplier /Sponsors

Phase 1 _ Analysis Using tools to dig out audiences’ insights, combining the research results and generating the 5S Radar Chart.

1

2

(5S Radar) e.g. past experiences, audiences (pre-test), staff, performers, partners‌

Phase 2 _ Application 1

Awareness

2

Decision

Reach and join audiences across possible channels through their daily behaviours:

Think about your

Rather than promoting through written-word messages, use coherent images both online and at the venue.

e.g. delivering tickets or sending out gentle

Relationship. Don’t ignore this pre-event period, build up connections through providing experiencerelated materials

3

Occurrence

4

Post-activity

Related to key activities occurring Borrow hands and learn in the venue. Think about what from them: knowing evaluations and feedbacks from them and also the venue. For example enhancing the possibility of sharing experience on social media.

Phase 3 _ Support

Properly utilise the activity-related resources and partnerships in order to support the multi-sensory application and deliver appealing features to audiences.

partners to promote your activities.

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Idea Sharing The 5-senses and radar chart can be used up identities, surprise audiences, and ultimately, create unique experiences. For most events, vision still remains the most important factor to consider when trying to form a connection with audiences. However, it is important not to

forget that there are other crucial senses such as sound and smell that can greatly enhance such events. Below we will provide a list of suggestions for potential stimulations, looking through the whole process of each event; some approaches can be adapted across different events. However, through the use

To promote the music, visual imagery that builds up useful for the performer to create an engagement. Provide a suitable budget to create visual stimuli (e.g. videos, projections, lighting) for the stage.

Set up a greeting system (preferably from the perfumer) at the entrance or venue starting point.

sight sound

smell

taste necessary part of any concert experience, providing some the frustration of waiting.

Encourage a degree touch of spontaneity and allow the performer or concert staff to throw (safe) items to the crowd at key moments of the concert. Provide some interactive tools (e.g. giant hands, light sticks, party poppers etc.) which can be used to synchronise the artist's performance with the audience's emotional states.

Con c gs

* data of 5S Radar Chart is referenced by questionnaires (feeling/anticipation)

s ert

Snacks and drinks are also always useful tools in coaxing the audience to provide feedback. Tasting is often associated with social functions and the audience may therefore be more willing to provide useful information. 68

Many performers provide souvenirs at their concerts (e.g. fans, light sticks, towels, raincoats etc.) which is another great opportunity to douse with a selected fragrance. This will help the memory of the event to linger long after the performance has

Gi

Upon ticket purchase and pre-event, correspond via email or social media to allow for distribute previews of the songs.

can be sprayed across many areas (e.g. stage, toilets, bar, merchandise area etc.)

of individual themes, content as well as the radar chart, each activity will still have its truly unique elements. Often powerful audience surprises and memories are the result unpredictable, novel interactions.

*In this prototype, we will only cover two hypothetical events i.e. exhibitions and events*

The key visuals are awareness and occurrence stages. information pre-event, providing the audience with a growing understanding of the theme will be useful (it is worth conveying this information in emotional, sentimental terms rather than simply logical ones).

Before the event, correspondence through social media promotions is a good way to utilise sound and to reinforce your event-related information.

Set up a greeting system (maybe from artist or related to the theme) at the entrance or starting point of the venue. during the exhibition will help the audience directly engage with the content.

spray a pleasing aroma or even in the vicinity of the audiences' coats. When choosing what sort

sight

the exhibition, use paper that can hold and emit fragrances.

sound

smell

taste

Providing sweets at the exit area would be a great way to encourage the audience to provide feedback.

touch effective at engaging the potential audience, as would providing touch triggers e.g. small gifts. The experience of touching the displayed content can often be a profound one. The audience also needs to have time to rest and digest the information, therefore, providing resting benches as well as gifts such as comfortable pens or soothing postcards could be highly effective. be an engaging souvenir for audiences, encouraging them to subsequently sharing their experiences with the online community.

E

i b i t i o ns h x * data of 5S Radar Chart is referenced by questionnaires (feeling/anticipation)

Setting a public guestbook (scented) would encourage the audience to leave their immediate thoughts and would be an effective tool for compiling feedback. 69

— Now, start planning your memorable experience......

Yenling, Ho (Myling) myling.ho@gmail.com +44 7591152183

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